Wicked Sensual Care is an award-winning Los Angeles brand of vegan, cruelty-free lubes. Its lines include Aqua, Ultra, Jelle, Hybrid, Toy Love, simply® and simply timeless®.
| Company |
Wicked Sensual Care, Inc., a California corporation at 8960 Eton Avenue, Canoga Park, Los Angeles. The brand launched in August 2012 |
| Founder |
Steve Orenstein, founder and president of Wicked Sensual Care |
| Awards |
Wicked’s published awards list includes AVN Best Enhancement Manufacturer in 2021, 2022 and 2023, which Wicked says is a first for a pleasure products company. It also lists AVN Best Lubricant Manufacturer (2014, 2018, 2020), XBIZ Sex Lubricant of the Year (2021) and XBIZ Lubricant Company of the Year (2023). StorErotica named it Lubricant Company of the Year in 2022 |
| Trademarks and Patents |
WICKED SENSUAL CARE, US Reg. 7,127,214 (Class 5) and US Reg. 7,124,458 (Class 3), both 2023. SIMPLY, US Reg. 6,968,167 (2023). SIMPLY TIMELESS, US Reg. 7,707,319 (2025) |
| Earlier Marks |
WICKED, US Reg. 2,473,950, registered in 2001 and renewed in 2021. The mark predates the 2012 brand launch and is now owned by Wicked Sensual Care, Inc. |
| Brands Owned |
Wicked, simply® and simply timeless® |
| What It Makes |
Water-based, silicone, hybrid, flavoured, warming and cooling lubes, anal gels, an organic aloe lube and a coconut oil lube. Also massage oils and creams, arousal gels and sex toy cleaners |
| Compliance |
Wicked says every product is vegan, cruelty-free and paraben-free. Its simply® formulas are also free from glycerin and propylene glycol |
| Philanthropy |
Since July 2021, part of every sale of simply® Aqua Special Edition goes to a different LGBTQ+ group each month. Recipients include The Trevor Project, GLAAD and the Marsha P. Johnson Institute |
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Why choose Wicked Sensual Care Wicked Sensual Care makes vegan, cruelty-free and paraben-free lubes in Los Angeles. Aqua covers water-based glide, Ultra covers silicone, and Jelle covers anal play. The simply® collection drops glycerin and propylene glycol, and simply timeless® supports comfort through menopause. Wicked has won AVN Best Enhancement Manufacturer three years running.
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🔐 Plain box, no logos on the label✅ Genuine brand stock only🦘 Sent from our Australian warehouse
About Wicked Sensual Care
Wicked Sensual Care launched in August 2012 and is based in Canoga Park, Los Angeles. Its president is Steve Orenstein. The company makes lubes, arousal products, massage oils and cleaners for sex toys. Every product is vegan, cruelty-free and paraben-free, and many use olive leaf extract, aloe and vitamin E.
Wicked has a long list of industry awards from AVN, XBIZ, StorErotica and the O Awards. It says it is the first pleasure products company to win AVN’s Best Enhancement Manufacturer three years in a row. Wicked also works with sex educator jessica drake, who writes its guides to better sex. Read our Q&A with jessica drake to hear more from her.
Wicked lube lines
Each line covers a different base or need.
Aqua
Aqua is Wicked’s best-known water-based collection. The original Aqua is fragrance-free and enriched with aloe, vitamin E and olive leaf extract. Wicked says it feels so rich you might mistake it for silicone. Aqua Sensitive is glycerin-free and made for delicate skin. Aqua Heat warms and Aqua Chill cools. Flavoured Aqua lubes, sweetened with stevia, include Candy Apple, Cherry, Birthday Cake, Blueberry Muffin, Salted Caramel and Cinnamon Bun.
Ultra
Ultra is Wicked’s silicone collection. Ultra Silicone is fragrance-free and made from just dimethicone and dimethiconol, with no fillers. It lasts a long time and stays slippery in the shower or bath. Ultra Heat adds a warming feel and Ultra Chill adds a cooling one. All three are glycerin-free and paraben-free.
Jelle
Jelle is Wicked’s range of thick, water-based anal gels. The original Jelle is extra thick and cushioning, and stays where you put it. Jelle PLUS adds aloe, arnica, vitamin E, jojoba and clove extract, with a gentle warming feel. Jelle Heat warms and Jelle Chill cools. Wicked says it never adds numbing agents to any anal product.
Hybrid
Wicked Hybrid blends a water-based lube with a rich silicone, so you get long glide with easy clean-up. It also contains seaweed extract for extra slip and moisture. Wicked calls it latex-friendly and safe with sex toys. A glycerin-free version sits in the simply® collection.
Wicked Toy Love
Wicked Toy Love is a water-based gel made for use with sex toys. Its jelly-like texture is non-drip, so it stays on the shaft instead of running off. Toy Love Heat warms, and Toy Love Chill cools. All three are glycerin-free and safe with every sex toy material, including silicone.
simply®
simply® is Wicked’s clean-ingredient collection, free from glycerin, propylene glycol and parabens. It includes simply Aqua, simply Hybrid, simply Aqua Jelle and simply Hybrid Jelle, all enhanced with olive leaf extract. simply Natural is a fragrance-free gel made from naturally sourced ingredients. The Tropical Trio packs Guava, Pineapple and Toasted Coconut flavours. simply Cleene and Foam and Fresh are cleaners for sex toys.
simply timeless®
simply timeless® is made for people going through perimenopause, menopause and beyond. Each formula adds aloe, olive leaf extract, squalane and vitamin E, and stays free from glycerin, parabens and propylene glycol. The range includes simply timeless Aqua, Aqua Jelle and Silicone. The simply timeless Arousal Serum is a warming hybrid serum with amino acids and peptides.
Teasers
Teasers are sampler packs of travel-size flavoured lube packets. The Fresh Fruit Mix includes Candy Apple, Strawberry, Mango and Sweet Peach. The Coffee House Mix includes Salted Caramel, Blueberry, Vanilla and Cinnamon. Each pack also includes simply Aqua, so you can compare flavoured and unflavoured glide.
More from Wicked
Wicked also makes these products.
Natural-ingredient lubes
Wicked’s Organic Aloe-Based Lube is a gel lube built on aloe. The Coconut Oil Based Lube adds vitamin E and shea butter, with a light coconut and vanilla scent. Wicked says it suits slow massage that moves into play. Oil-based lube is not safe with latex condoms.
Massage oils and creams
Wicked’s sensual massage oils come in Lavender + Rosemary, Lemongrass + Ginger, Vanilla + Sugarcane and Honeysuckle + Ivy. The massage creams come in Orange Blossom + Patchouli, Sage + Sea Salt, and the unscented Stripped + Bare. They are made for the body, not as lubes. Compare them with our other massage oils.
Arousal products
Awaken is a clitoral massage gel blended with herbal extracts such as damiana and ginkgo biloba. Créme is a coconut and sweet almond oil stroking cream that melts into a liquid with body heat. Wicked advises using Créme externally only. OverTime is Wicked’s delay cream for men.
Sex toy cleaners
Cleene is a fragrance-free antibacterial spray, and Foam ’n Fresh is a foaming cleaner with olive leaf, thyme and lavender extracts. Both are free from alcohol, triclosan and parabens. Wicked says they are safe for all sex toy materials. A refill pouch tops up the bottles.
Lube kits
Wicked’s kits let you try several formulas at once. The Anal Adventure Kit holds minis of Jelle, Jelle Heat, Jelle Chill and Jelle PLUS. The Weekender Adventure Kit mixes lubes with a cleaner for travel. The Sensation Kit pairs Aqua Heat with Aqua Chill.
Choosing your first Wicked lube
For most people, the original Aqua is a good place to start. It works with condoms and sex toys and washes off with water. If your skin reacts to many lubes, try Aqua Sensitive or a simply® formula, as both skip glycerin. For anal play, start with Jelle. For long sessions or the shower, choose Ultra Silicone.
Water, silicone or hybrid?
Water-based lube is the most flexible choice. It suits every sex toy and every condom, and cleans up easily. Silicone lasts longer and does not wash away in water, but it can harm some silicone sex toys. Hybrid sits in between. Compare more options in our water-based lubes and silicone lubes.
Lubes for sensitive skin
Glycerin is a sugar-based ingredient that some people find irritating. Wicked’s simply® collection, Aqua Sensitive, Toy Love and Ultra are all glycerin-free. The simply® formulas also leave out propylene glycol. Always read the ingredient list if you know what your skin reacts to. Browse more lubes for sensitive skin.
Wicked for anal play
The anus does not make its own lubrication, so a thick, long-lasting lube helps. Jelle is extra thick and cushioning, and Jelle PLUS adds a gentle warming feel. Wicked never uses numbing agents in its anal products, which matters because pain is a signal to slow down. Our Wicked Anal Adventure Kit review compares all four minis. You can also compare thick gels from other brands in our anal lubes.
Flavoured Wicked lubes
Wicked’s flavoured Aqua lubes are water-based and sweetened with stevia. Flavours range from fruit, such as Cherry and Mango, to dessert, such as Birthday Cake and Salted Caramel. They suit oral sex and foreplay. Our tasting notes on eight Wicked flavours rates the best of them, and our range of flavoured lubes has more to try.
Warming and cooling play
Heat and Chill versions exist across Aqua, Ultra, Jelle and Toy Love. Heat lubes create a gentle glow, while Chill lubes give a fresh, tingly feel. Wicked suggests switching between the two for sensation play. Start with a small amount, because these feelings grow stronger with friction.
Wicked through menopause
Hormone changes during perimenopause and menopause can leave the vulva and vagina feeling dry. simply timeless® adds squalane, aloe and vitamin E to glycerin-free bases for extra comfort. Talk to your doctor about ongoing dryness or pain. Find more support in our women’s wellness products.
Travelling with Wicked
Wicked’s kits and minis are easy to pack. The Weekender Adventure Kit mixes several lubes with a cleaner, and the Tropical Trio comes in small travel bottles. Read our review of the Wicked Weekender Adventure Kit to see what is inside and how each formula feels. Small bottles also make it easy to try a new formula before buying a full size.
How Wicked lines compare
Here is how the main lines line up.
| Line |
Base |
Best for |
| Aqua |
Water |
Everyday use, flavours, warming and cooling |
| Ultra |
Silicone |
Long sessions and shower play |
| Jelle |
Thick water-based gel |
Anal play |
| Hybrid |
Water and silicone |
Long glide with easy clean-up |
| Toy Love |
Water-based gel |
Use with sex toys |
| simply® |
Water or hybrid |
Glycerin-free, clean ingredients |
| simply timeless® |
Water, silicone or hybrid |
Comfort through menopause |
Caring for your sex toys
Wash sex toys before and after every use. Wicked’s Cleene spray and Foam ’n Fresh foam are both safe for all sex toy materials. Spray or foam the surface, wait for the time on the label, then rinse and let it air dry. Store sex toys apart so different materials do not touch.
Who Wicked suits — and who should look elsewhere
Wicked suits anyone who wants vegan, paraben-free lube with a wide choice of bases, flavours and sensations. It also suits people with sensitive skin, thanks to its glycerin-free options.
It is not the best fit if you want a single unflavoured formula with no choices to make. It also does not offer numbing anal products, by design. With so many bases and sensations, first-time buyers may want to start with a kit rather than a full bottle.
Please read — safety first. Silicone lube, including Ultra and Hybrid, can damage some silicone sex toys, so patch test on a hidden spot first. Oil-based lube such as the Coconut Oil Based Lube breaks down latex condoms. Warming and cooling lubes can feel strong on sensitive skin, so try a small amount first. Use Créme on the outside of the body only. Stop using any product that stings or irritates, and see a doctor if irritation lasts. This information is general in nature and is not medical advice. If you have a health condition or ongoing discomfort, stop use and speak with a qualified health professional. |
Why buy Wicked at Adultsmart
We sell genuine Wicked Sensual Care products, sent from our Australian warehouse in plain packaging. Each product page lists the base and key ingredients, so you can compare before you order. Award-Winning Glide From LA, Picked and Packed Here.